AUSTIN, TX DMA

The Austin, Texas Designated Market Area encompasses 12 counties in South-central Texas and is home to a population of 2,043,780 people. Between 2000 and 2015, the size of the Asian and Pacific Islander population experienced a nearly 150% increase, making it the fastest-growing population in the DMA; while Whites make up 54% of the total population, the segment is growing at a slower pace and only witnessed 29% growth during the same period. Furthermore, by 2020, the White non-Hispanic population will represent just 50% of the total population, and soon thereafter the Austin DMA will join the growing list of majority-minority metropolitan areas in the U.S. The largest minority group in the Austin DMA is the Hispanic population, which doubled in size between 2000 and 2015 and now makes up more than a third of the total population; today the DMA is home to nearly 700,000 Hispanics. More assimilated HA1 and HA2 Hispanics make up one-half of the Hispanic population; these individuals were born in the U.S. and English is their primary language. A concentration of highly-acculturated Hispanics resides in Austin’s metropolis, an area with a renowned character that is rich in business, creativity, higher education, live music and high-tech firms. The city of Austin’s website asserts that it is “poised to serve as an important leader in business, economic and trade relations throughout the world.” As the state capital of Texas, Austin carries out this commitment through programs supporting job creation, locally-owned small businesses, the creative sector, capital investment in afflicted areas of Texas, as well as the development and retention of organized commercial districts, economic development tools that fuel the area’s economy.

AUSTIN, TX DMA

HISPANICITY HA1: Americanizado English dominant (nearly no Spanish) Born in US; 3rd+ generation Few Hispanic cultural practices HA2: Nueva Latina English preferred (some Spanish) Born in U.S.; 2nd generation Some Hispanic cultural practices; often “retro-acculturate” HA3: Bi-cultural Bi-Lingual (equal or nearly) Immigrant as child or young adult Many Hispanic cultural practices HA4: Hispano Spanish preferred (some English) Immigrant as adult, in U.S. 10+ years Pre-dominant Hispanic cultural practices HA5: Latinoamericana Spanish dominant (nearly no English) Recent immigrant as adult (less than 10 years ago) Primarily Hispanic cultural practices Identify with home country more so than U.S.

HA1, 19%

HA2, 31%

HA3, 26%

HA4, 14%

HA5, 9%

HISPANICITYTM

91%

2% 1% 3%

2% 1% Mexican

Puerto Rican

Other CaribbeanHispanicCentral American

South American

Other Hispanic

Hispanics represent about one-third of the DMA’s total population as it is home to nearly 700,000 Hispanics.

HA1 and HA2 Hispanics make up one-half of the Hispanic population in the DMA. These individuals were born in the

U.S. and English is their primary language.

AUSTIN, TX DMA

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

The Designated Market Area (DMA) boundaries are defined by Nielsen.

This map indicates the Hispanicity™ index for the Austin DMA at the ZIP code level."1" indicates Hispanic

individuals who are most acculturated and "100" indicates those least acculturated.

AUSTIN, TX DMA

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

The Designated Market Area (DMA) boundaries are defined by Nielsen.

Socio-Economic Status (SES) is a CultureCode® blending housing characteristics such as income, educational attainment and

occupation. Nearly 65,000 Hispanic households in the DMA belong to SES C, earning an annual income between $30,000 and $75,000.

AUSTIN, TX DMA

This Market Snapshot is produced by Geoscape using the Geoscape Intelligence System (GIS) and the American Marketscape DataStream™ Series 2015 and Consumer Spending Dynamix™ Series 2015. For a FREE test drive of GIS, point your browser to: http://gis.geoscape.com/testdrive/ Copyright 2015 © All rights reserved. Reproduction rights are granted provided the material is reproduced in its entirety and sourced to Geoscape and the American Marketscape DataStream, Series 2015.

P. 888.211.9353 | E. geoscape@geoscape.com | URL. www.geoscape.com Source: Geoscape American Marketscape DataStream™ and/or Consumer Spending Dynamix™ Series 2015

The Designated Market Area (DMA) boundaries are defined by Nielsen.

The variation in dominant race or ethnicity is illustrated by ZIP Code for the Austin, Texas DMA.